• describes the common meaning for several individuals of their lived experiences of a concept or phenomenon.
• focuses on the shared experience of liking the Oreo page on Facebook and what common experiences those users encounter.
200,000-300,000 people discuss the brand on the page daily
RQ1: Will consumers’ connection with Oreo align with one of the five organization-public dimensions (trust, openness, involvement, investment and commitment)?
RQ2: Do consumers connect with Oreo to impact Oreo and be impacted by Oreo?
RQ3: Do consumer online brand related activity typologies indicate if consumers will actively engage with Oreo on Facebook?
Colab- meaning that they generate original content for others to see, engage with existing content as well as read and view content
RQ4: How does Oreo foster a brand related environment to generate a positive experience among fans?